ABOUT US
From classics to code-breakers, Mad Lords is an atypical, revolutionary and disruptive Jewelry House. Founded in Paris in 2012 by Serge and Caroline Muller, we redefine luxury by challenging traditional norms to privilege beauty over mere performance. Our mission is to connect luxury, art and craftsmanship, creating a tribe where new hippies and nomadic free spirits find their true expression. We are a testament to ultra-creativity in a homogenized world, celebrating the unique expressions of contemporary, non-conformist and authentic jewelry designers.
Our founders
Caroline Muller
Caroline Muller embodies the very essence of refinement in the world of jewelry. A curator of jewels of unparalleled rigor, she infuses Mad Lords with an aura of rare distinction. Her prestigious career in marketing and public relations with luxury houses such as Louis Vuitton and Ralph Lauren, as well as her deep immersion in the New York luxury market, make her an undisputed expert. Caroline maintains uncompromising standards of quality and exclusivity with a sharp eye. Her vision transcends mere selection: each piece chosen under her aegis carries with it an element of mystery and elegance, captivating the most discerning jewelry lovers around the world.
Serge Muller
Serge describes himself as an entrepreneurial dreamer, heir to a family of artists who emigrated from Poland and Russia, and have worked in the fields of painting, music and cabinet-making. Immersed in this artistic world from an early age, he first studied finance and law at Dauphine, before becoming one of the architects of a resounding investment banking project. Despite this long-term success, the call of his passion for art and precious stones proved stronger. To nurture this vocation, he undertook further studies in gemology, reinforcing his unique expertise. Today, alongside Caroline, Serge is the pillar of an audacious curation in pop chic jewelry, while carrying forward an ambitious and solid entrepreneurial project. His vision, both artistic and strategic, gives Mad Lords a singular and radiant identity.
Together, Serge and Caroline Muller have transformed Mad Lords into a testament to their shared values and complementary skills, creating a brand that embodies both art and luxury. Mad Lords is the culmination of their combined passions and expertise. Serge's financial acumen and artistic heritage, combined with Caroline's knowledge of the luxury market and creative touch, create a powerful combination that sets Mad Lords apart in the jewelry industry. This holistic approach resonates with individuals who appreciate the convergence of art, luxury and personal expression.
Our Universe
Contemporary Agoras
Mad Lords is an exceptionally demanding treasure hunter. Systematically on the lookout for the most talented jewelry designers, we present them in chic, pop spaces where art, architecture and music are the unifying elements. Our boutiques are veritable agoras - places of exchange and connection, where we invite our customers to join our tribe if they feel they've always been part of it.
Driven by their passion, Caroline and Serge Muller opened Mad Lords boutiques in places that are dear to them: our secret "Embassy" in Paris was the starting point, followed by a boutique in St. Tropez, where Caroline grew up, and another in Deauville, symbol of the harmania between the arts and the wildest nature where Serge spent his childhood. They then set up their 1st boutique outside France in Mykonos, in the famous Scorpios.
Each boutique tells a unique story: Paris, with its New York loft ambience, Deauville, dedicated to travel, and St. Tropez, a vibrant tribute to music, Scorpios where their jewelry meets the mystery of the place. These places perfectly embody the alliance of luxury and bohemian spirit. With a strong digital presence from day one, Mad Lords captivates a far-flung but particularly demanding clientele.
Choosing a Mad Lords jewel is much more than finding a piece that resonates with your passions and values; it's affirming your attachment to a unique experience, that of an aesthetic, artistic and spiritual universe, designed to resemble you while transforming you and enabling you to affirm what you've always been.
Our philosophy
Happiness Therapy
For over ten years, we have been committed to researching and selecting the finest jewelry, creating a world reminiscent of the mysterious cave of the Count of Monte Cristo. However, beyond these precious pieces, our mission has always been to offer our visitors, whether in Paris, Saint-Tropez, Deauville or elsewhere, much more than a simple shopping experience. We want to welcome them into a warm, comforting and pleasant space, where happiness is at the heart of everything.
With this in mind, we launched what we now call happiness therapy, a philosophy that encompasses much more than jewelry. Although our creations are an essential part of it, they are only one element of this happiness therapy. We have also forged partnerships with experts in a variety of fields, each bringing a vital brick to the construction of this holistic movement. These collaborations are revealed in the events we organize, where we invite talented individuals such as Éliane, a passionate naturopath, or Valentin, a renowned chef.
With Éliane, happiness therapy takes on a natural dimension. She guides us towards a holistic approach to well-being, with particular attention to nutrition and a balanced lifestyle. As for Valentin, he enhances our events with his culinary creations, veritable edible jewels that combine health and pleasure. Together, we believe that beauty is a state of mind, a harmony between body and spirit. We want everyone who walks through our doors to feel beautiful, strong and at peace.
Happiness therapy is the pursuit of happiness through sensory experiences, enriching encounters and an ongoing quest for well-being. It's also a reminder that taking care of yourself means taking care of your mind, body and those around you.
Whether you're passionate about jewelry or simply looking for serenity, we invite you to discover this movement with us, and experience unique moments where luxury and well-being intertwine.
The Art of Dandism
Our name "Mad Lords", inspired by the 18th-century English poet Lord Byron, a precursor of dandyism who cherished luxury and the arts, reflects the nickname of his father, "Mad" Byron. The philosophy of dandyism focused on the pursuit of elegance, beauty and individuality, emphasizing personal appearance as a form of self-expression and rebellion against the dress standards imposed by the bourgeoisie. Reflecting this philosophy, the name "Mad Lords" translates as "exuberant bourgeois" in French, embodying the values of aesthetic sophistication, freedom, cultivated lifestyle and art de vivre as an end in itself.
The Soul of the Tribes
Our Jewelry House was born of the belief that today's society is organized around tribes, where individuals are defined by the communities to which they belong. In an increasingly globalized and homogeneous luxury world, where only enrichment counts, ultra-creativity has been outlawed and replaced many times over by sterile power plays. In this scenario, authentic jewelry is essential to distinguish oneself and reveal the distinctive signs of modern tribes, enabling individuals to display their values and express their identity.
The Essence of Sigma
Our logo incorporates the Greek symbol Sigma, representing the sum of differences. This emblem underscores our dedication to bringing together diverse artistic expressions and cultural influences, celebrating the unique and unconventional. We unify differences with a touch of madness, proud of our anti-conformism.
Our Values
Corporate Social Responsibility
We embody social and ethical responsibility in the luxury jewelry industry through our unwavering commitment to sustainable and fair practices. Having achieved international Fairmined certification, we guarantee that 100% of our gold purchases come from small mines that promote responsible organizational, social and environmental practices. This commitment to ethical sourcing is reflected in our Mad Precious and Ethical collection, where each piece is crafted in 18-carat gold and adorned with high-quality diamonds and natural gemstones.
Authenticity
Our founders Caroline and Serge are true nomads and jewelry hunters, constantly traveling in search of authenticity in people and their creations. We embody the spirit of perpetual motion, attracting talented designers from all over the world. Sought after by the most renowned and avant-garde designers, our vocation is to identify specialized creators with inimitable savoir-faire, support their creative journeys and highlight their exclusive signatures.
Community
Our commitment to community is central to our identity and deeply linked to the concept of "tribe": individuals connected by shared aesthetic tastes, values and lifestyles. Our stores, designed as contemporary agoras, invite individuals to become part of a larger narrative that transcends mere luxury purchases, offering a gateway to shared experiences, artistic appreciation and a sense of belonging.
Diversity
We deeply value diversity, which is vividly reflected in the eclectic and varied designs we select, as well as in the inclusive ethos that defines our brand philosophy. Partnering with designers from around the world, we embrace a wide range of cultural influences and artistic perspectives. This commitment to celebrating cultural differences reinforces the uniqueness of our luxury jewelry collections and underscores our dedication to fostering a global community of creativity.
Code-breakers
At Mad Lords, we celebrate the essence of code-breakers, individuals who defy convention and embrace their unique identities. In a world that often favors uniformity, our values are deeply rooted in a narrative of rebellion against the ordinary. We collaborate with visionary designers who share our passion for pushing boundaries and redefining luxury.At Mad Lords, we celebrate the essence of code breakers, individuals who defy convention and embrace their unique identities. In a world that often favors uniformity, our values are deeply rooted in a narrative of rebellion against the ordinary. We collaborate with visionary designers who share our passion for pushing boundaries and redefining luxury.
